MTG | Marvel Super Heroes SDCC Activation
Hasbro
San Diego Comic-Con 2026 Activation
With every major brand at San Diego Comic-Con competing for attendee’s precious time, we broke through the noise by not only offering attendees a single destination with collectible rewards, but by transforming their Comic-Con journey instead. All while enticing new players to the game in a way that felt authentic, collectible, and unmistakably Magic.
EVENT LINE TAKEOVER
We partnered with the San Diego Metropolitan Transit System to create the first branded takeover of their Comic-Con Special Event Line, renaming it the Magic: The Gathering Event Line, bringing the activation to attendees.
What was once common transportation became the centerpiece of the campaign and the official route to Comic-Con.
We reimagined the entire rider experience. By renaming the line itself, we created an owned station platform that appeared across transit maps, station signage, digital communications, and the trains themselves.
With custom exterior train wraps, immersive interior takeovers, branded transit materials, and a custom welcome announcement played over the train’s PA system, every ride turned into an extension of the Magic: The Gathering | Marvel Super Heroes universe.
What began as a functional transit route became a fully immersive brand experience, seamlessly bringing together media, creative, experiential, and product into one cohesive journey that welcomed fans before they ever stepped onto the convention floor.
PRONTO STICKERS
The campaign extended beyond the train, with custom Pronto card collectible stickers, transforming ordinary transit passes into keepsakes fans could carry long after Comic-Con.
MYSTERY MANA POPSICLE GIVEAWAY
We also welcomed fans arriving at the Convention center by offering them a way to beat the heat. During all 4 days of Comic-Con our branded popsicle giveaway transformed simple summer treats into exclusive collectibles.
To emulate the excitement of opening a mystery booster pack, we developed Comic-Con-exclusive popsicle wrappers made to look exactly like mystery packs.
Not knowing which flavor they would pick, fans pulled one-of-five flavored popsicles, each color inspired by Magic’s five mana types, then received a collectible welcome deck corresponding to the color of their popsicle.
Hidden inside select popsicles were Magic: The Gathering | Marvel Super Heroes-branded sticks that could be redeemed for a limited-edition Loki promo card, surprising lucky fans with an additional collectible reward.
BEYOND THE TRACKS
A broader out-of-home and media strategy carried the Magic: The Gathering | Marvel Super Heroes collaboration through the heart of the Gaslamp District of San Diego.
Together, each touchpoint reinforced the campaign, ensuring the journey remained immersive long before fans arrived at Comic-Con and long after they stepped off the train.
A RUNAWAY SMASH
The response was immediate. Fans lined up hours before opening every morning, collectible rewards disappeared quickly, and the activation became a must-visit stop for attendees.
Content creators loved the Event Line, filling social feeds with photos, videos, and coverage that extended the experience far beyond San Diego.
RESULTS
By the end of the weekend we had given away 10,000 welcome packs, 5,000 popsicles, 5,000 Loki promo cards, and 2000 Pronto card stickers to delighted attendees.
Instead of asking fans to journey to the activation, we turned the journey itself into the activation.
By making every ride, station, and stop feel like part of the Magic universe, we created an experience that encouraged exploration, rewarded participation, and generated organic social sharing throughout Comic-Con.
